THE PROJECT
Contribution: Art Direction,Graphic Design,Branding Identity
Spoonful of Style is an online newsletter created for enthusiasts of modern, vibrant, and chic fashion. This project was designed to deliver digestible fashion news for both seasoned fashion lovers and newcomers. I designed the complete visual identity, including the logo, brand colors, and typography, to reflect the newsletter's energetic and stylish personality.
MOODBOARDS
The moodboards I created were meant to illustrate the vibe or feel of the overall project. In this case, the client wanted something that felt sophisticated but still chic and fun. Very New York City.
RESEARCH
For this project, my initial research involved analyzing competitors in the field to identify what captures the interest of fashion enthusiasts and trends within the market. I focused on understanding the preferences and behaviors of the target audience, which ranges from ages 17 to 35, or anyone passionate about fashion or looking to explore it. This research informed the development of a unique visual identity and content strategy that resonates with this diverse audience.
FIRST DRAFT: PROCESS
After sketching initial concepts, I shifted direction once I began designing the logo in Adobe Illustrator. Guided by my research, the client’s notes, and the moodboards, I explored various approaches to find the perfect fit. My goal was to capture a combination of chic, cool, and playful elements to align with the brand’s personality.
Initial Sketches
DELIVERABLES
The project scope included creating the brand's logo, visual identity, custom patterns, social media assets, and establishing a cohesive color palette and typography system.
Primary Logo
Secondary Logos
